Apple Continues App-Focused TV Ad Campaign With 'Dreams' Spot

Apple launched a new television ad in its "You're More Powerful Than You Think" campaign, this time called "Dreams". The song in the ad is "When I Grow Up" by Jennifer O'Connor.

It is the fourth ad in the series, with previous spots "Powerful", "Strength", and "Parenthood" focusing on the sheer variety of apps on the iPhone, workout apps, and apps for parents.


Like the other ads, "Dreams" shows the iPhone used in various situations in everyday life, extended with apps from the App Store. Apps and accessories featured in the spot include:

- Vaavud Wind Meter, an anemometer that plugs into the iPhone's headphone jack
- Response Deck, an app for fire and EMS first responders
- iTranslate Voice, a near-real time language translation app
- Veterinary AliveECG, a portable heart monitor for pets
- ForeFlight Mobile, a civil aviation mapping and weather app for pilots
- SAM-1, an appcessory for measuring water pH and other data

"Dreams" debuts just over a month after the previous spot, "Parenthood", was released at the end of June.

Top Rated Comments

robjulo Avatar
102 months ago
Does it show actual business people Replying to an email and not being able to attach a file?
Score: 14 Votes (Like | Disagree)
ctyrider Avatar
102 months ago
When you are looking to buy a car, and how great the car is, let's try this.

They have a car, up on jacks, with it's engine running, hooked up to some device that's harvesting corn.
I am sorry, but it's a really stupid analogy. Smartphone is not a car. It's a multipurpose device that you always have on you. It's only natural for it to be used for a variety of purposes.

Using this device to control other things makes perfect sense. And this is what sets iPhone apart from Android phones - there is so much 3rd party hardware that supports iOS. Apple is spot on to highlight this in their ads.
Score: 10 Votes (Like | Disagree)
ctyrider Avatar
102 months ago
I really really wish they would stop, in so many of their adverts now, showing what the iPhone can do if you buy other people's hardware to add onto it.

Basically just making the phone a display device that runs some software

Way to miss the point of the ad.. The idea of this campaign is to show that iOS devices can be used in a variety of situations/purposes. And in many of them - iPhone controls other hardware.

Or should their ads just show people using their iPhone to check Facebook and browse the web?

Oh and newsflash - iPhone IS a "display device that runs some software". That's what smartphone and computers generally do :rolleyes:
Score: 10 Votes (Like | Disagree)
pure-rockstar Avatar
102 months ago
People really do use their iDevices like this.
Score: 8 Votes (Like | Disagree)
Piggie Avatar
102 months ago
I really really wish they would stop, in so many of their adverts now, showing what the iPhone can do if you buy other people's hardware to add onto it.

Basically just making the phone a display device that runs some software.

Then at the end of the advert in micro writing for just 1.5 seconds on screen that "Other hardware may be required"
Score: 8 Votes (Like | Disagree)
CPx Avatar
102 months ago
I see the self-styled creative director brigade is out today.
Score: 7 Votes (Like | Disagree)

Popular Stories

apple ar headset concept 1

Apple's Headset Said to Feature 14 Cameras Enabling Lifelike Avatars, Jony Ive Has Remained Involved With Design

Friday May 20, 2022 6:50 am PDT by
Earlier this week, The Information's Wayne Ma outlined struggles that Apple has faced during the development of its long-rumored AR/VR headset. Now, in a follow-up report, he has shared several additional details about the wearable device. Apple headset render created by Ian Zelbo based on The Information reporting For starters, one of the headset's marquee features is said to be lifelike...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...
studio display 3

Apple's Rumored 27-Inch Mini-LED Display Now Said to Launch in October

Friday May 20, 2022 8:07 am PDT by
Apple now plans to release a new 27-inch display with mini-LED backlighting in October due to the Shanghai lockdown, which has resulted in production of the display being delayed, according to display industry consultant Ross Young. In a tweet, Young said Apple is in the process of moving production of the display from Quanta Computer to a different supplier and/or location, resulting in a...
HomePodandMini feature green

Kuo: Apple to Release New HomePod in Late 2022 or Early 2023

Friday May 20, 2022 8:55 am PDT by
Apple is working on an updated version of the HomePod that could come in the fourth quarter of 2022 or the first quarter of 2023, according to Apple analyst Ming-Chi Kuo. Kuo says that there "may not be much innovation in hardware design" for the new HomePod, and there is no word on what size the device will be and if it will be a HomePod mini successor or a larger speaker. Apple would ...
airtag purple

Best Apple Deals of the Week: Save on AirTag, AirPods 3, and iPads

Friday May 20, 2022 8:01 am PDT by
Solid markdowns on the AirTag, AirPods 3, and a few iPad models were introduced this week, and below you'll find all of the best deals of the past few days that are still available to purchase. AirTag Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. What's the...